Museums 3.0 The Museum of the future? Looking to 2020 and beyond

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1 Museums 3.0 The Museum of the future? Looking to 2020 and beyond

2 Aim of the presentation To stimulate debate at a time of possible opportunity to do things differently sometimes we feel that our four walls are a bit limiting. Source: Urban Augmented Reality

3 Current issues Limitations of the Museum buildings Storage and display space for collections Access Economic down turn Visitor numbers? Ongoing funding for growth? Demographic/life style changes? Impact of digital technology/internet More engaging competition?

4 Current issues The relationship between institutions and their audiences will be transformed by the internet. Museums will become more like multimedia organisations. Source: design/2009/jul/08/museumsfuture-lies-online (2008) Respondents foresee an increased use of technology for the presentation of information, such as screens, gadgets, and virtual reality. They also anticipate more museum information on the Internet although this is not seen as a threat to actual visits. Source: MORI (2004) Overall, 19% of all the population aged 16+ had visited a museum or gallery website Source:

5 Current issues

6 The journey Museum 1.0 passive, impersonal Museum active, impersonal Museum active, highly personalised, engaging, location independent

7 Three predominant changes in 2020? Museums of the future will face three critical challenges: Leaving the building and entering public space (virtual or real) The changing relationship with the audience Greater awareness of the social responsibilities of an institution Source: (2010)

8 Do we need a physical building? Yes but may be configured differently.. More interactive, more engaging, more of collection on show? Dispersed and integrated in other cultural, civic, educational & leisure offerings? And will they become.. Community centres, where visitors both contribute and consume Places where you can meet like-minded people and discuss arts, culture and history Serious and relaxed, with a coffee or cocktail and debates as well as hosting other community/social events

9 Museums are more than buildings In 2020 museums will have partly left their buildings and gone out to reach their audiences in other places Museums will look for their audiences and be there, where they can best reach people The building will become a hub for the museum s activities indoors Collections will be virtualised, shared and mobilised lending museums?

10 Will Digital innovation be the future?

11 Will Digital innovation be the future... As the information and entertainment industries around us progress to ever more integrated, flexible and globalised digital supply chains, notwithstanding the impediments of copyright, proprietary formats and trade barriers, the museum sector is yet to achieve a basic level of integrated content distribution, much less one which encompasses peer memory institutions such as libraries and archives. BUT... In their recent book Thriving in the Knowledge Age, John Falk and Beverley Sheppard argue cogently that museums, must consciously and deliberately develop business models for the new age in which we now live. Further, they contend that, the museum community s strongest public role in this new age is as educator. [.] The ultimate mission, then, may be to use the institution s assets to create the richest learning environments possible for as many people as possible.

12 Will Digital innovation be the future... Some examples of digital distribution Build your own museum! The Second Louvre Museum (

13 Will Digital innovation be the future... Some examples of digital distribution Build your own museum!

14 Will Digital innovation be the future... Some examples of digital engagement & location independence

15 Will Digital innovation be the A traditional museum is a teacher and its audience the students. Often the relationship is one-directional. A modern museum looks for ways to engage its audience in ever surprising ways. The 2008 For the Love of God exposition by Damien Hirst in the Rijksmuseum is probably the best-documented example of this new approach in Holland. Visitors to the exposition became a part of the art by leaving their impressions on the work online. future... Since 2003, StoryCorps has collected and archived more than 30,000 interviews from more than 60,000 participants. Each conversation is recorded on a free CD to share, and is preserved at the American Folklife Center at the Library of Congress. StoryCorps is one of the largest oral history projects of its kind, and millions listen to our broadcasts on public radio and the web

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19 ( New greetings from ) is a crowdsourced, crowd-curated year long exposition in the city of Arnhem in the east of the Netherlands. Photos and art works displayed in mobile inflatable exhibition space (right), hoardings and table mats in restaurants (below)

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22 Will digital innovation be the future... Yes as a supplement and wrap around It will allow us to do things differently and reach new audience Not a substitute for the real experience to touch to feel and relate to history

23 In conclusion - My vision IT IS ABSOLUTELY NOT ABOUT NOT HAVING A MUSEUM, IT S ABOUT HAVING THE BEST MUSEUM THE TOWN CAN SUSTAIN, it s about ambition

24 In conclusion - My vision An improved museum offering which for me (Paul Taylor, TWBC) is: Supported and enhanced by modern technology Woven into fabric of place Participative and dynamic Accessible in a number of forms therefore partially location independent Supporting education and preserving heritage

25 Questions to Paul Taylor, Director of Change & Communities, TWBC Royal Tunbridge Wells Town Forum 28 October 2010

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